Email Marketing for Beginners

Davey Owens – Marketing Director

With all the hype and commotion over Social Media Marketing lately, I think a lot of people have been overlooking a very vital part of their marketing efforts. It may not be the new kid on the block, and it may not be super sexy to talk about, but I’ll be damned if Email Marketing doesn’t still hold its own when you use it right.

If you’re brand new to the realm of email marketing, we’re going to guide you into your first email campaign. You’ll learn which apps and software to use to collect emails, create lists, and design your campaigns as well as how to use analytics to refine your future campaigns and convert receivers into customers.

Sign up for MailChimp

Your first step in Email Marketing is to sign up for a free account with an email marketing service. We usually go with MailChimp, but you can pick any service that fits your needs if MailChimp doesn’t do it for you.

Once you have a MailChimp account, you can start creating “lists”. Lists are simply the names and email addresses that you’ve collected or are collecting in certain categories. For instance, you would create a list titled “Customers” where you can store the information of people that have currently purchased from your store. Likewise, you can have a list titled “Online Signup” where you store the emails collected from your website from people that haven’t purchased from you yet. Creating lists is an important step, because not every person in your email list should be marketed to in the same sense. You could take this one step deeper and create lists for specific items in your store that someone has purchased. That way, you can create your copy from your newsletter to be tailored specifically to them.

Collect Emails with SumoMe

Once you have a MailChimp account, you’ll need a way to collect the emails on your site from your visitors. Some of these visitors become customers right off the bat, some of the visitors are intrigued by your product but aren’t in the buying stage just yet, and some of them have no idea what day of the week it is.

No matter what stage of the buying process these visitors are in, it’s vital that you capture their information and remind them frequently why your company is important to them and the value that you can bring them!

SumoMe is such an incredible addition to your website, and most of their products are free to use. All it takes is adding a simple line of code that they provide to the header of your website, then voila! You’ll have access to a plethora of rad apps that help you create new customers easily and painlessly. With a SumoMe account, you’ll have all of their features at your disposal. The app you’ll want to install for email collecting, is their “List Builder” app in the SumoMe store.

Once you have the List Builder app turned on, you’ll be able to design email sign-up forms that display to your visitors, based on the settings that you select (Smart mode, which determines the best time to display to a visitor, or Manual, which allows you to tell the app how many seconds into their visit your pop-up will display).

Create Your First Email Campaign

At this point, you’ve started collecting emails, these emails are sorted into different lists based on their relationship with your store, and now you’re ready to send out your first email campaign. Your first step is to decide which kind of campaign you’ll want to create in MailChimp. You have regular campaigns, plain-text campaigns, RSS-Driven campaigns, and A/B testing campaigns. For this campaign, let’s choose Regular Campaigns.

Luckily with MailChimp, you can create regular campaigns with their drag-and-drop feature, which makes designing these campaigns quick and painless. Be sure to spice up your campaign with eye-catching images as well as copy that speaks to your audience. When creating a campaign, it’s also important that you remind the receivers why they’re getting these emails. Either they signed up on your website, they purchased a product from your store, or however else you’ve been collecting their email addresses. Remind them that they’re getting these because they’re interested in your company and these emails were requested, not spam! This is an option for you when creating a campaign, so take advantage of it.

Reviewing the Analytics from your Campaigns

In a perfect world, your emails would have 100% open rate and every single person that opened the email will also click the links you’ve provided inside of it. This might not be a perfect world, but thanks to MailChimp you can view metrics like:

  • Opened (how many people opened the email)
  • Clicked (how many people clicked a link in the email)
  • Bounced (people that like bouncy castles email addresses that may no longer exist)
  • Unsubscribed (how many people unsubscribed from your newsletter)

That’s not all the analytics MailChimp provides, however, so we encourage you to really look at these metrics after you send a campaign. Also included in these reports, are:

Top Links Clicked – This will show you which of the links in your campaign were the most popular and how many each link was clicked on. This is important because this shows you exactly what kinds of content your audience is attracted to. Study these frequently to help create a perfect newsletter for your audience, and maybe that “perfect world” could come to fruition!

Subscribers With Most Opens – Wouldn’t it be great if you could see which of your customers interacted with your campaign the most? Can you think of a reason why it would be important to you, as a business owner, to be able to see who exactly is so amped on your company that they clicked on literally every link that you provided them? We think so, and apparently so did
MailChimp, which is exactly why they’ve included this feature in the analytics report! Study these lists after every campaign to build an understanding of who your biggest fans are.

Both MailChimp and SumoMe offer businesses so many amazing tools and analytics, and we’ve only barely touched on them in this article. My advice to you, is if this is something you’re interested in implementing, that you just sign up for these free accounts and start exploring for yourself. You’ll come across so many new ideas and tools to implement into your business right away!